Viral Chart Highlights: Spock Vs Spock in the new campaign for Audi

The team behind the Viral Video Chart examine the latest trending videos and look at what it takes to become a web smash.

Sci-fi fans are probably aware that Star Trek: Into Darkness hit big screens across the UK this week and brands with associated ad campaigns have been ramping up their marketing in an effort to cash in on the anticipation of fans.

There have been a couple of Star Trek related commercials popping up online recently, including ads from the likes of Esurance and Mazda. But one of the stand out videos that caught our eye and topped the Viral Video Chart this week with over 3.5 million views, is the latest campaign for Audi.

The new ad spot pits Star Trek veteran Leonard Nimoy against sci-fi newbie Zachary Quinto in a battle of speed and wits, as Quinto challenges his older counterpart to a game of golf and a race to see who can reach the green first.

With Quinto driving the new Audi S7 and Nimoy lagging behind in an obviously inferior Mercedes (a bit of a cheeky dig from Audi), there’s clearly no competition. But after it appears that Nimoy has lost the bet, the ad ends with a sneaky comeback from the original Mister Spock as he knocks Quinto unconscious with a Vulcan nerve pinch.

The video is packed full of subtle Star Trek references and with the cinema release of Into Darkness just around the corner, it’s the perfect time for brands to amplify their message and make their campaigns more relevant and searchable.

Of course, Audi isn’t the only brand to associate itself with the release of Star Trek: Into Darkness. Mazda is actually the only automaker with an official partnership with Paramount, having arranged a deal that allows it to include elements from the film in its advertising. In contrast, the Audi video makes no direct references to the film, using much more subtle Star Trek associations and paying homage to the history of the series as a whole. The ad has clocked up over 3.5 million views in the 3 days since its release, (nearly a million more than the Mazda ad that was launched last month) – it’s clear which one the viral community prefers!

Also trending in the Viral Brand Chart this week: scientists at IBM make the world’s smallest movie using one of the tiniest elements in the universe – atoms; the Spanish children’s charity Anar Fundacion releases a clever campaign using lenticular printing to specifically target children; and Google unveils more futuristic looking footage about how to use Glass.Moving across to the UGC Chart… The viral power of Justin Bieber never quite ceases to amaze me. Whether he’s puking up on stage, fighting with paparazzi or writing ridiculous things in historical guest books, it seems like the teenage pop sensation has the power to turn any snippet of news into a viral sensation, and now he’s topping the UGC Chart again. This time it’s camera footage of the Bieb being ‘attacked’ by an overly enthusiastic fan at a live show in Dubai that’s sent him to the top of the most shared videos chart, clocking up nearly 4 million views in just 3 days!

Also worth checking out in the home made listings: BuzzFeed examines the shocking volume of ‘stuff’ our bodies produce in a year; Jonny Lawrence has made an awesome little animated short featuring a fight between the artist and his creation; and my personal favourite – an amusing little clip of a dog who really, REALLY wants a stick!For all of the chart news and the full run down of the most shared online videos this week, check out the Viral Video Chart, or join the VAN Viral Chart mailing list for weekly updates on top trending videos delivered straight to your inbox!

Get the magazine app

The Drum app brings you some of the world's best marketing and media news, analysis and creative insights. Already the UK and Europe's number one marketing platform, we are also now covering the USA and Asia.

Delivered every fortnight, The Drum Magazine distils the babble of marketing industry commentary and news into a single intelligible and intelligent package. And because of its size, it has the space to showcase creative at its best.